Choosing any kind of name is always a bit daunting, isn’t it? If you’re naming a child, you’ll look for a name that you think will suit its personality, and (hopefully) be on the lower end of fueling taunts and beatings in the schoolyard. The same applies when you’re naming your business: you’ll want something that stands out, but in a positive way.

Ultimately, the name you give your company should reflect a few different things: it should be evocative of the kinds of events you specialise in; it should be no more than three words long; and it should be memorable. If you have a spectacular name and you ‘d like to highlight it, consider a variation on it: that will add a personal touch to it, and you’re unlikely to find many others who’ve gone that exact route, thus having less chance of dealing with competing business names. Keeping it short and memorable (especially when it comes to web URLS) means there will be a greater chance of finding it online, and if it captures people’s attention and makes them smile, you’re more than likely to hear from them.

Though many lists operate alphabetically, don’t feel that you need to cram your identity into an “A” word in order to be found easily. Truth be told, you’ll have a far greater chance of standing out if you come up with something unique and creative than if you pick a random word solely for its placement in the alphabet line (e.g. Aardvark Events Usa).

What feeling do you want to evoke?

If you’ve decided to focus on children’s events, by all means—go for something fun and frolicsome. If you’re aiming to do more serious, high-class events, ensure that your company name reflects that.

When it comes to words that work in event circles, think of all the words and phrases associated with celebrations, including toasts, greetings, etc. You could go with words that imply something coming to fruition (like Hatch), or the feeling one will get from experiencing said celebration i.e. Bliss).

Depending on where you’re located, you can utilise colloquial expressions—just as an Irish pub named Sláinte would elicit a grin or two, so would Fest make local German speakers crack a laugh: it means both “party” and “solid”, thus giving the indication of confidence, while ensuring a good time all ‘round.

A few things to keep in mind when you’re naming your event company:

• Try not to mess with spellings—if a word you’re fond of has already been taken by another event company, don’t play with the spelling to force it into submission. There are many other words to choose from instead. Do you know what will occur when someone sees an event company named Occasionz or Events4U? Their first thought will be that you can’t bloody spell, and the second thought would be if your choice was intentional, then you have the emotional maturity of a sixteen year old and can’t be trusted. Don’t do it.

Clever puns are fun, but wince-inducing puns are not. If you’re going for a play on words, tread carefully.

• Made-up names and compound words (Google, Starbucks, Kazaa) can be fun, ear-pleasing, short, and memorable. They also tend to be distinctive, so you won’t have to worry about copyright infringement or needing to pay out the arse to trademark them. If you create a word that you really, really like, then use it—only do your research and be absolutely sure it doesn’t actually mean anything horrid in another language just in case.


After spending over a decade coordinating and managing events ranging from weddings to celebrity charity functions, Lana Winter-Hébert has stepped away from active event work to pursue a new direction in her career. With the event companies and home décor specialists she writes for, she has the opportunity to flex her creative muscles to conceptualise memorable celebrations, and to share inside tips with those new to the industry.

Currently, Lana divides her time between writing for various clients and doing collaborative projects with Winter-Hébert: the design studio she runs with her husband. Best described as "endearingly eccentric", she spends
most of her spare time wrestling with knitting projects, and cohabitates with two hand-raised sparrows who live in her writing-desk.
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